The felicitation route must be working wonders for Raj TV, given the frequency with which the channel is engaging itself in expressing its appreciation for the doyens of the Tamil film industry.
Building on its close association with the film industry, the channel continues to organise events in this genre. Now these felicitations will be a part of a series, with one veteran from the field being honoured every quarter. With healthy eyeballs delivered with the subsequent telecast, the channel’s list of sponsors for the events, too, seems to be increasing.
Tamil poet Vaali is one of the few lyricists to have penned over 10,000 songs for Tamil films. Having written songs for films since 1958, his words have been mouthed by artists from over four decades – from the late Chief Minister M G Ramachandran to the present superstar Rajnikant.
Among the recent hits for which he penned songs are Indian, Boys, and the Rajni-starrer Chandramukhi. He is to be felicitated by Raj TV at an event in Chennai scheduled for August 13.
Given the seniority and respect he enjoys from the fraternity, one expects leading lights of the Tamil film industry to converge at the ceremony, though Raj TV sources are tight lipped about the attendee list.
At the event, a national integration-theme composition written by Vaali and composed by M S Viswanathan and Gangai Amaran will be released. A host of performances will be additional ingredients to make the event unforgettable.
Said B Shankar, Vice-President, Marketing and Sales, Raj TV, “All the events have elicited a positive response not just from the audience but also from the entire film industry. We’ll have more events felicitating the greats of the industry in the future. We are planning to make this a regular feature, in honour of those people who have contributed immensely to Tamil entertainment and culture.”
A set of high frequency promos has been on air from July 28, featuring quotes from M S Viswanathan, Illayaraja and other industry professionals who have worked with the poet. A teaser worked its way into the audience’s mind in the first four to five days before the event promos were aired.
Besides Maruti Alto, the title sponsor, Moov, Asian Paints and RMKV Silks have been roped in as co-sponsors. The list of big-ticket events on Tamil channels continues, with Vijay TV’s Netru Indru Naalai slated for August 15. That, too, will be telecast on a later date.
Our typical marketing budget is usually 10 per cent of the topline spend